Reviving heritage brands – the case of Petrodvorets Watch Factory

Abstract

Subject area

Branding and brand management.

Study level/applicability

This case is intended for advanced-level marketing courses (MSc, MBA and EMBA). Students should have some familiarity with central marketing issues and concepts, specifically related to segmentation, targeting and positioning; branding and brand management; and consumer behaviour.

Case overview

This teaching case concentrates on branding in an emerging markets context, heritage branding, brand revival and entrepreneurial marketing. The case illustrates the challenges and opportunities related to re-launching a heritage brand in the Russian market.

Expected learning outcomes

The teaching objectives of the case are to provide students with an understanding of how branding tools are applied in an entrepreneurial context and how brands, especially heritage brands, are revived and managed.

Supplementary materials

Teaching Notes are available for educators only. Please contact your library to gain login details or email support@emeraldinsight.com to request teaching notes.

Subject code

Marketing.

Citation

Frösén, J. and Laukkanen, M. (2016), "Reviving heritage brands – the case of Petrodvorets Watch Factory", , Vol. 6 No. 1. https://doi.org/10.1108/EEMCS-06-2015-0105